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Quentin Lederer

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  • 8 min

Impact de la nouvelle législation DMA : l’avenir de Google et des hôtels en Europe

📣 Booking.com declared a gatekeeper in May 2024. Google used by 90% of searches, modified hotel search results in EU after being named gatekeeper in 2023. New "Places sites" prioritize OTAs. Google Maps links non-clickable in EEA; direct booking links visibility reduced, with up to 30% fewer clicks reported. Promoted Property Ads (PPAs) spots increased to 25, offering more paid visibility opportunities. Cendyn's analysis showed a 235% increase in clicks for PPAs post-DMA, with a 30% CPC decrease. Specific hotel name searches show 35% fewer clicks on Free Booking Links (FBL) but 3% overall growth in Google Hotel Ads clicks. DMA's ongoing implementation may further impact independent hotels' costs and strategies.
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  • 2 min

Les hôtels peuvent toujours bénéficier du Google Hotel Ads Pay Per Stay !

📱 Google Hotel Ads discontinues its Pay Per Stay (PPS) bidding model on October 31, 2024. The PPS model, a commission-based bidding strategy allowing hotels to pay only after a guest's stay, excluding cancellations and no-shows, was maintained by Cendyn. Cendyn has created its own PPS model active since July 1, 2024, with a fixed commission of 10%, a minimum campaign duration of 3 months, and billing on the guest's stay date, maintaining the Google Free Booking Links as per contract.
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